Facts and figures are great. They allow people to make informed decisions. On the other hand, facts and figures don’t necessarily make the sale.
Stories frequently do close the sale.
Let’s look at the story behind the Susan G Komen cause to fight breast cancer. From their About Us page
“In 1980, Nancy G. Brinker promised her dying sister, Susan, that she would do everything in her power to end breast cancer forever. In 1982, that promise became the Susan G. Komen® organization and the beginning of a global movement. What was started with $200 and a shoebox full of potential donor names has now grown into the world’s largest nonprofit source of funding for the fight against breast cancer.”
To me, that is a compelling story (much more so then if they just started with a discussion on the medical issue or the science).
Another example is the Livestrong Organization. On their page about their Leaders it reads:
“Many of our leaders are cancer survivors. They’ve faced a cancer diagnosis, or supported family or friends with cancer. They understand the fight on a personal level and keep in mind the needs of survivors.”
These organizations understand the importance of telling the story. People like and understand the personal part. They can relate and will respond accordingly.
Have a great day!